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LUX* Australian roadshow unveils global expansion plans and agent training program

LUX* Resorts & Hotels is set to significantly boost both its MICE and upscale leisure business focus in the Australian market, with the announcement of dynamic management expansion plans in the UAE, Vietnam, China, Reunion Island and the Maldives, following its first Australian Sales Roadshow 1-9 September, 2016.



The LUX* portfolio is seeking to grow its Australian business by more than 50% in the coming 2 years via its new resorts in the UAE, Reunion Island, Maldives, Turkey, China and the relaunch of LUX* South Ari Atoll in the Maldives. To date, the Australian market has continued to rank in their top 10 source of revenue for the past 2 years in a row. Favourite Australian destinations in the collection are LUX* South Ari Atoll in the Maldives, along with LUX* Grand Gaube and Tamassa in Mauritius, due to demand safe travel destinations, state-of-the art meeting facilities, a broad range of leisure activities including outdoor water sports and nature exploration, along with the cross packaging of resorts with special offers. All align well with the LUX* brand offering.


The LUX* Resorts & Hotels expansion strategy will ensure the portfolio has a brand presence in key destinations where Australians are travelling, simultaneously diversifying their revenue streams for a healthier mix. Of these, LUX* South Ari Atoll, re-opened on the 1 September 2016, has been the largest undertaking of the rapidly expanding portfolio, surfacing from the fastest renovation ever completed in the Maldives. As a result, the resort has been entirely reimagined into stunning beach house chic.


Further highlights of the LUX* Australian Sales Roadshow was a showcase of EXCHANGE, a convenient B2B plat-form ( for the travel trade, along with its online training program tool EXPERT. The portfolio plans to furnish over 100 Australian key agents nationally with access to the system in the coming 12 months. The tour also culminated in a glamorous gala dinner hostedin both Perth and Sydney with top agents.


The Australian traveler is a sophisticated one, looking for a fresh approach to luxury travel, which makes them an ideal fit for LUX*said Sydney Pierre, Worldwide Head of Sales.


Prepare to be surprised by our unique Reasons to Go LUX*which bring a complete new dimension to the luxury leisure stay. At LUX* we are in touch with our impromptu side, delivering the unexpected with delightful pop-up treats from roving ice-cream carts, barista-prepared organic coffee roasted and blended on site, to alfresco cinema set under the stars. These all reflect our desire to celebrate moments that live long in the memory.he said. 


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Published: 5 September 2016

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